Today you are going to see one of my favorite SEO strategies in action.
In particular, I’ll show you how Perrin used this technique to find a number of its target keywords on Google’s first page.
Let’s dive right in.
The gastographic method:
An SEO strategy that gets results
Guestographics work for one simple reason:
They make your content a lot easier to share.
I published a post a while back that describes the whole process: How to get backlinks with Guestographics.
If you haven’t read this post, check it out.
In this post, I’ll show how The Guestographic Method increased my organic traffic by more than 175%:
And Guestographics are one reason why Backlinko stands for “On Page SEO” on the first page:
Does this sound like something you’d like to try?
How Perrin and David used Guestographics to get their rankings (and traffic) up
I was just showing you how well Guestographics works for me.
Now it’s time to reveal Perrin and David’s results.
First up, we have Perrin Carrell.
Perrin recently started a pet blog called HerePup.
Why did Perrin start this blog?
Well, a few months ago, Perrin picked up a cute little black puppy from an animal shelter (Chewie).
Like most new dog owners, Perrin was looking for the best dog food for Chewie …
… But he did not find any content that would have blown him away.
That’s when Perrin realized that he had a HUGE opportunity to stare into his face:
There are no dog blogs with breathtaking content. Why not do the first?
In Perrin’s own words:
After dozens of nightly writing sessions, Perrin’s website went live:
(Note: Perrin’s original name for the blog was Chewie Says. But he recently changed it to Here Pup.
That’s the good news.
The bad news? The dog blog section is dominated by a handful of massive authority sites.
That means Perrin is going head to toe with mega sites like PetMD.com and Cesar “The Dog Whisperer” Millan.
You could even say it’s a dog and dog eating world (sorry, I couldn’t resist?).
Perrin had two options for standing a chance against these massive authorities:
Option 1: He was able to grind on his blog, post on a set schedule, and HOPE he got traffic (“The Publish and Pray Approach”).
Option 2: He was able to create (and promote) some amazing content.
Fortunately for Perrin and his new blog, he pulled the trigger for option 2.
And he decided to get started with Guestographics.
How did it go?
Guestographics increased its organic search engine traffic by 963% in just 6 weeks:
And thanks to placements on a handful of popular pet blogs …
… and the Huffington Post …
… he also directed over 1000 targeted referral visitors to his website:
Not bad for a brand new blog.
Note: His secret was NOT a $ 10,000 infographic. As you’ll see in a moment, design had very little to do with Perrin’s success.
With that out of the way, it is time for me to walk you through the process, one step at a time.
Step 1: create and publish a (really good) infographic
This is the deal:
Regardless of what most content marketing gurus have led you to believe, design plays a VERY little role in the success of an infographic.
In fact, choosing the right theme is 90% of the game.
And this is where Perrin’s infographic – 22 Ways Dogs Make People Healthier – meets a home run:
Sure, his infographic looks really good.
But without a topic that interests dog lovers, it almost didn’t go so well.
Perrin suspected that dog owners would want to know that Mr. Fluffy Pants was improving their health.
So he looked for “dogs and human health”.
And he came across this slide show from the WebMD ranking on the first page:
(Yes it really looks like this)
As Perrin puts it:
Although the WebMD site leaves a lot to be desired, it has attracted backlinks from over 300 referring domains:
In other words, Perrin saw there was evidence of a demand for content on “Ways How Pets Improve Human Health”.
But not just any information …
… demand for visual content.
So Perrin decided to create an infographic on this time-tested topic.
First, he spent a day researching content for the infographic.
Then he hired a freelance designer to create his list of bullet points …
… and turn it into a professional infographic.
Looks good, doesn’t it?
As you probably know, posting something of value is not enough to generate quality backlinks and targeted traffic.
If you are serious about getting results from your content, you need to strategically promote it.
Which leads us to step 2 …
Step 2: Find people who are interested in your infographic
Once your infographic is ready, it’s time to make a list of the people who might want to review it.
The easiest way to do that? Look for keywords that describe the subject of your infographic.
Let’s say you just published an infographic about the Paleo Diet.
You would google keywords like “paleo diet”, “paleo diet recipes”, “what is the paleo diet?” Etc.
And Google will show you a list of blogs devoted to this topic:
You can even use Google Suggest to get even more keyword ideas:
This is how Perrin found his guestographic perspectives:
As I just outlined, Perrin searched Google for keywords like “pets and health”.
But he didn’t stop there …
He also searched for keywords like “Top 50 Dog Blogs”.
Perrin linked these “best of” keywords to hand-crafted lists of popular pet blogs:
Once you’ve found a quality blog in your niche, here’s how:
Step 3: see if they’re interested in your infographic
Most people throw bloggers the completely wrong way.
Instead of measuring interest with a feeler message, they opt straight for hard selling.
You probably got some of those annoying emails yourself.
Have you ever replied to any of them?
I didn’t think so 🙂
This is why you want to start the guestographic outreach process with a quick email.
… a quick email simply asking if you’d like to see your infographic.
Here is a tested script that you can use:
Object: [Your Topic] Infographic
I was looking for information about [Your Topic] this morning and came across your article: “[Article Title]“.
Good stuff! I especially liked how you do [Something They Said In The Article].
Actually, I’ve just put together an infographic [Your Topic].
Let me know if you want to check it out.
And here is the exact feeler email Perrin sent:
See how Perrin’s message is completely different from most intrusive emails?
He just asks if they want to see the infographic … which is a simple sale.
In other words, you don’t want to link to anything in your first email.
When someone sees a link in an email from someone they don’t know, they think, “That person must want something”.
And they click the delete button.
However, when you send an email simply asking if you want to view your content, it’s usually received with open arms.
In fact, Perrin sent 92 emails …
… and he got 5 conversions (that’s a 5.4% conversion rate).
Once you get a reply that says “Sure, send it over” as follows …
… It’s time for step 4.
Step 4: Make Sharing Your Infographic A Breeze (AKA, “The Bribe”)
If you want another site to link to you, there is one thing you need to remember:
The more obstacles you remove, the more successful you will be.
(This applies to everything in marketing … not just email contact)
Well what’s the ONE thing stopping people from sharing an infographic?
The fact that they have to write a unique introduction to participate!
The nice thing about Guestographics is that you are Remove this barrier.
By writing this introduction for them.
This is the template I’m using:
You are welcome, [Name]
Let me know if you ever want to share the infographic on your website. I would like to write a unique introduction to this?
And here is the email Perrin sent to the people who liked his infographic:
And because you’re making their lives easier, your response rate is MUCH better than a pushy pitch:
When someone says, “Sure, send me an introduction,” send them a good quality 200-250 word intro.
Oops. I nearly forgot that.
Here is the script you will need to use when sending your intro:
I have just finished your introduction (attached).
Let me know if there is anything else you need.
And here is the email Perrin sent people his unique introduction in:
Step 5: add a link to your introduction
This is important:
The unique introduction not only makes it easier to share your infographic.
It also makes your link a lot more powerful.
Unlike most infographic backlinks that automatically show up when someone shares your infographic using an embed code like this …
… Gastographic links are surrounded by unique content in the introduction.
Links in the intro increase your referral traffic and are better for SEO.
In total, Perrin’s Guestographics campaign brought 8 niche-relevant white hat backlinks.
(5 came from Guestographics. The other 3 were natural placements that took place after his infographic was distributed on the internet.)
That’s a total cost of $ 25 / link. Not bad.